Fast Fashion increases customer satisfaction and allows mainstream consumers to purchase trendy clothing at an affordable price. Fast fashion is a boon for retailers because of the constant introduction of new products encourages customers to frequent stores more often, which means they end up making more purchases. Now let’s talk about some serious issues. Fast fashion has an enormous environmental footprint for both its production and disposal, depending on toxic fabric dyes and other chemicals that contaminate fresh water. Considering the current scenario, like many other industries, fast fashion too has faced many challenges. Many famous high street brands went bankrupt and some had to close more than half of their stores worldwide. Luxury brands reduced their production which was followed by cutting short the number of shows held by them each year. Due to such crisis, in terms of economy as well as sustainability, made to measure and bespoke clothing started to rise again globally.
Made to measure clothing basically refers to tailor made clothing using standardised size patterns, based on individual body types. MTM was a thing in the fashion industry until 1940s, when just after the Industrial revolution US introduced standardized sizing system, followed by mass production and more affordable clothing. As shopping became a pastime, ready to wear clothing became the norm. Nevertheless as the Pandemic hit globally, several companies didn’t have money to pay for the wages of labourers as the sales went extremely low. Almost all the brands started putting heavy discounts on their e-commerce websites. Even after lockdown getting lifted from many cities, shopping malls were still seen empty and there was reluctancy in getting out from their houses from consumers end. Due to these reasons, a lot of dead stock were piling up and there was no money in the market for new production. As the supply and demand theory got weaker, mass production was making less sense as people did not need new clothes due to the fact of not stepping out of home. Such consequences pave the way for the rise of Made to Measure clothing, as there would be less wastage of fabric, less environmental harm, a sustainable approach towards fashion and proper sizing facility for consumers. Especially in a country like India ,where there is absolutely no fixed sizing system, MTM and bespoke clothing would always be a bang on solution for the consumers who face size issues. MTM being popularised would definitely be a boon for all the couture ateliers and boutique style stores. Currently, alongside Ready to Wear clothing brands and labels have adapted made to measure concept as well.
With the rise of made to measure, consumers can get a better fit, better quality clothing, less time and money would be wasted. It’ll be lot easier for people to maintain an individual style statement and accept fashion differently.